AI that looks real. And honest.
is marked.
EU AI Act & Transparency
New transparency rules for AI content will apply in the EU from August 2026. We addressed this early on – so you don't have to. Here we explain simply what it's all about and how we protect your brand.
The EU AI Act, in one paragraph.
The EU AI Act is the first major European regulation on artificial intelligence. Part of it concerns transparency: people should be able to recognize when content was created using AI. The corresponding rules – laid down in Article 50 – will apply from August 2, 2026.
It's important to know that there's no general requirement to label every AI-generated image. It depends on the intended use – especially whether the content appears so realistic that it could be misleading about its origin. We produce precisely this kind of content. That's why we take this issue seriously.
WHO INDICATES WHAT?
Transparency is teamwork – we handle the technical part,
They are visible.
They lay
visibly open
When publishing, you are considered an "operator" under the law. If the intended use requires it, you must clearly indicate the use of AI. We'll explain what this means in concrete terms for each project – without technical jargon.
We mark
technically.
Every finished asset you receive from us is tagged – wherever technically possible – with a machine-readable AI identifier. This identifier is embedded in the background of the file and does not alter the image.
How we deal with this
Labeling is important to us
A decisive step – not a retrospective thought.
01 Production
We create your visuals with our tools and our eye for realism – as always, in editorial quality.
02 Labeling
We add a machine-readable label to the finished image indicating AI content – according to recognized standards, invisible in the result.
03 Handover
You will receive your assets along with a short transparency sheet: What has been tagged, and what you should pay attention to when publishing.
Answered briefly and honestly.
Still questions?
The transparency rules from Article 50 of the EU AI Act will apply from 2 August 2026. For certain systems that were already on the market before then, there is a slightly longer transition period for purely technical marking.
No. The EU AI Act does not stipulate a blanket obligation. The decisive factor is the intended use – especially with realistic-looking content that could be misleading about its origin. Since our visuals are intentionally designed to look authentic, we are playing it safe.
Responsibility is shared. We take care of the technical labeling of the delivered files. When publishing, you, as the "operator," are responsible for the visible disclosure, if required. We support you with clear instructions for each project.
No. The machine-readable tag is embedded in the file, not visible on the image. The quality and impact of your visuals remain unchanged.
That is precisely our aim: no. Our entire craft is geared towards making AI invisible – in places where content appears credible and evokes emotions.
We explain in practical terms how we label content and what you should pay attention to when publishing. This does not replace binding legal advice – for specific individual cases, your legal department or a law firm is the right contact.
